TikTok Launches ‘Spotlight’ to Let Entertainment Marketers Tap Into Fan Content; Warner Bros. Touts Results of ‘Dune 2’ Campaign

variety.com:

Todd Spangler NY Digital Editor TikTok may or may not be banned in the U.S. in early 2025. For now, though, it’s business as usual — and the popular video app has a new pitch for Hollywood marketers seeking to reach TikTok’s avid user base of more than 1 billion.

The main entry point for TikTok is the For You feed, the algorithmically generated discovery hub that displays video clips that an individual user is most likely to engage with.

There hasn’t been a reliable way for entertainment marketers to tap into this “unique ecosystem,” according to TikTok — until now.

This week, the app is widely launching TikTok Spotlight, a new promotional solution that lets movie studios, networks and streamers piggyback on content in the For You feed that’s related to a specific title or franchise.